About Us
Best Value Jewelry
DeFRED was founded in 1984 to chase this ambitious vision of creating beautifully-designed and lovingly-crafted jewellery that is admired by everyone and owned by many people.
DeFRED was founded in 1984 to chase this ambitious vision of creating beautifully-designed and lovingly-crafted jewellery that is admired by everyone and owned by many people.
Inner Clam
DeFRED was founded in 1984 to chase this ambitious vision of creating beautifully-designed and lovingly-crafted jewellery that is admired by everyone and owned by many people.
The one thing that we cannot tolerate is a piece of jewellery that lacks imagination or individuality. Jewellery is supposed to be creative, not boring.
- Passionately designed in-house by our own team.
- Thoroughly researched to ensure it is unique to us.
- Painstakingly handcrafted to guarantee its quality.
Out Of This World
But Within Reach
A DeFRED piece always pushes the boundaries of what is possible. We keep reaching for the stars in our quest to achieve unequalled designs and unparalleled craftsmanship.
Our jewellery may be out of this world but we have kept it within reach for you because of our family’s modern and efficient factory in Hong Kong.
Jewellery is also something very personal. What looks great on one person may not shine on another. Nobody knows this better than us, and that is why we offer customization services to create bespoke pieces that fit your personality perfectly.
Ordinary People, Extraordinary Jewellery
DeFRED believes that the purpose of a company is to provide an environment where ordinary people can achieve extraordinary things, and that is exactly what we have been doing for almost 40 years.
We may not be the biggest or the most famous but we can guarantee that your DeFred jewellery is a quality piece that is possibly rarer than anything else that you can buy in the market.
Pay us a visit today and let us exceed your wildest expectations.
Our Brand Values
Dedicated
Dive into our heritage for inspiration to build a better future.
Delightful
We believe our Job #1 to always surprise and delight our customers through every aspect of our business and our products.
Detailed
We believe our Job #1 to always surprise and delight our customers through every aspect of our business and our products.
D
Design every piece of jewellery as if it is for our own wear.
E
Explore new innovations to make us better, smarter, faster.
F
Free ourselves from time-wasting, creativity-sapping things.
R
Rely on each other’s strengths to see further, reach higher.
E
Express our brand clearly at all the customer touchpoints.
D
Dive into our heritage for inspiration to build a better future.
Our Team
Sharel Ho
Chief Engagement Officer
Sharel’s favourite quote is from the artist, Salvador Dali:
“Have no fear of perfection. You will never reach it.”
That is why Sharel is constantly pushing the boundaries of DeFRED’s creativity, design and craftsmanship to the highest echelon of the industry.
And once she gets there, she will start all over again because she believes with all her heart that perfection can – and should – be improved on. It’s the only way to grow.
As DeFRED’s Chief Engagement Officer, Sharel spends much of her time listening to customers to understand what they want so that the company can always stay two steps ahead with its innovation initiatives.
Fred Ho
Chief Expression Officer
Fred’s favourite quote is from Adam Judge, author of “The Little Black Book of Design”:
The alternative to good design is always bad design. There is no such thing as no design.
Fred hails from a Hong Kong family steeped in the jewellery business. By 12, Fred has demonstrated immense talent in design by winning a number of arts competitions.
Sensing an artist in the making, the senior Ho decided to train him as a designer within the family’s jewellery factory in Hong Kong. Fred was sent to New York to further his design education when he turned 18.
As Chief Expression Officer, Fred spends his time creating jewellery that is out of this world in terms of design and craftsmanship.
Chris Chan
Chief Enterprise Officer
Chris’s favourite quote is from artist and innovator, Leonardo da Vinci:
Simplicity is the ultimate sophistication.
She believes that a lot of people mistake complication for sophistication. To Chris, complication is easy to achieve. You just throw everything into the equation.
The tough part, and therefore, the real achievement, is to simplify things and make them work seamlessly with one another.
As Chief Enterprise Officer, Chris is responsible for the company’s daily business operations.
She dedicates her time to streamline every business process to make sure that everything runs with clockwork precision.
Jeweller to Royalty
Quickly establishing a name as the “royal jeweller,” Jewels DeFRED is often tasked with designing special-order pieces from nobility of the region. Recognised for its service and workmanship, significant stones were regularly entrusted to Fred for turning into stunning settings.
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We may not be the biggest or the most famous but we can guarantee that your DeFred jewellery is a quality piece that is possibly rarer than anything else that you can buy in the market.